Microsoft Technology Licensing, LLC

James T Reichert

David William Baumert

Jonathan C Cluts

Sven Pleyer

Flora P Goldthwaite

Pamela J Heath

Gregory L Hendrickson

Wistar D Rinearson

John P Gallagher

Glenn T Thrush

A person is viewing a display. By evaluating tracked information about the person, the display and/or the content being viewed, a tracking system determines that an opportunity exists to present an advertisement that is relevant to the person in the context of the person currently viewing the display. The tracking system provides advertiser data for the advertisement and instructions for generating the advertisement to a synthesis system local to the viewer and the viewer's display system, which dynamically synthesizes the advertisement and provides it to the display.

Advertising that is relevant to a person

A radio-frequency identification (RFID) device, or other type of device that transmits data in response to a broadcast of energy, may have a switch. The switch may allow an operator to signal whether the device will transmit data when energized. The switch could also allow an operator to select a particular item of data, or a combination of items of data, to be transmitted. Receiving data reflected from the device may signify an action to be performed, or may signify the fact that some physical action (e.g., pressing, by a human finger) has occurred with respect to the device. Thus, device that transmit data when energized may be used to direct the operation of other devices (e.g., by turning such other devices on or off), to implement tactilely-sensitive displays, or as part of other applications.

Action using switched device that transmits data

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Kirkland, WA, United States of America

James T Reichert